We wanted to connect with the person who sees nature as something to connect with – not something to conquer. While most off-road vehicles boast about being all-powerful beasts, Toyota wanted to encourage a quieter experience of the natural world.
We live in uncertain times, with fears fed by an ever more sensationalist media. We presented Toyota Wilderness Therapy as a chance to escape the aggression of modern life. Targeted direct mail and email tempted potential buyers to an immersive web experience. Not for a hard sell, but for some time out.
We tapped into cultural trends around reconnecting with nature and seeking experiences over possessions. Visitors lost themselves in our immersive Wilderness Therapy website, breaking all benchmarks. Customers who spent time in our evocative, 360° landscapes were 260% more likely to purchase the new 4Runner at launch.